Agency: Proximity Barcelona
Objectives
After the results of the 2016 campaign "The Doll That Chose to Drive, the need to strengthen gender equality as a brand value and to generate a change in this area, we faced a challenge: create a sequel.
The situation was not easy: we were faced with an audience generally critical of sequels, especially in the context of a market already saturated with advertising during the Christmas season.
If in 2016 we opened the door, in 2017 we had to show a significant change in the rules in a sector that had historically accepted that...